This is an image you would expect from a movie that is both horror and science fiction. US President Joe Biden stands against a dark background, bright red laser beams emanating from his eyes and an American flag brooch gleaming on his lapel. .
But it wasn't a meme page or troll account that posted the image. Posted It was posted on Biden's own X page early Monday morning. The image prompted particular criticism of Biden from some social media users against the backdrop of Israel's brutal war in Gaza, which has killed more than 28,000 people and is also supported by the United States.
Here's what we know so far about Biden's post.
What was that post about?
Biden's post came after the Kansas City Chiefs defeated the San Francisco 49ers in the Super Bowl.
Singer Taylor Swift (perhaps the biggest celebrity in entertainment who has previously criticized former President Donald Trump, Biden's chief rival in the 2024 presidential race) is dating Travis Kelce, who plays for the Chiefs. There is. Swift's appearances at this season's National Football League (NFL) games have contributed to the sport's brand, but have also sparked conspiracy theories from far-right circles that the NFL is conspiring to give the Chiefs a win. There are also speculations that he may have been doing so. Creates the backdrop for Swift to support Biden's candidacy.
Although the Chiefs won, Swift has yet to announce support for any presidential candidate. Still, Biden mocked the conspiracy theory in his own tweet, suggesting he had orchestrated the moment.
As we drew. pic.twitter.com/9NBvc5nVZE
— Joe Biden (@JoeBiden) February 12, 2024
Biden's tweet sparked a variety of reactions regarding X, from digital attention to reactions expressing disappointment and anger.
Several users questioned whether Biden's account had been hacked. Some joked about the intern posting the image, while others mentioned how they thought a parody account had posted the photo at first glance.
Many suggested that Biden's post was offensive and insensitive because it came in the midst of Israel's devastating war on Gaza.
On the same night that Israel killed more than 100 Palestinians in a brutal bombing raid over Rafah, the Biden campaign makes a Dirk Branden joke. What did they mean by this? pic.twitter.com/QXvenBlFi0
— The Barracks (@thebarrackslive) February 12, 2024
While calling for an end to civilian deaths in the Gaza Strip, the Biden administration continues to sell and supply arms to Israel.
This is what the President of the United States is tweeting as over a million men, women, and children are being slaughtered with weapons he provided and paid for. https://t.co/Y278Per7ZT
— Jay (@kendallhosseini) February 12, 2024
Ahmed al-Rawi, an associate professor of news, social media and public communications at Canada's Simon Fraser University, said the post was “not appropriate” given the war in Gaza.
“But I don't think Biden has a global audience in mind here,” he said. “He's primarily thinking about the American audience.”
What is the Dark Brandon meme?
The alt text of Biden's post, or image description, simply reads “Dark Brandon.” This is a reference to a meme dating back to October 2021.
A crowd chanted obscenities against Joe Biden during a race at Talladega Superspeedway in Alabama. NBC sports reporter Kelly Stavast, while interviewing race winner Brandon Brown, interpreted the chant as “Let's Go Brandon” and reported it as such on live television.
Since then, the phrase “Let's go, Brandon” has become a code word for abuse against Biden, giving Republican politicians new language to use against him online, allowing them to circumvent censorship and avoid criticism. This phrase also began to appear in song lyrics.
Let's go Brandon!#bideninflation It's an immoral tax on low- and middle-income households. pic.twitter.com/0tpQN89Kos
— Greg Abbott (@GregAbbott_TX) October 17, 2021
The Brandon meme has since evolved, and various depictions of Biden shooting laser beams from his eyes (known as “Dark Brandon”) have begun circulating on the internet.
A meme cutout of Dark Brandon also appeared at the venue of the third Republican presidential primary debate in November 2023.
Has Mr. Biden made similar posts in the past?
Regardless of its origin, this meme aimed at mocking and criticizing Biden has been repeatedly adopted by Democrats and Biden himself. His tongue-in-cheek approval of Brandon's words started already in 2021 and continues today.
In April 2023, Biden donned dark shades at the White House Correspondents' Association dinner in Washington, D.C., after joking about taking on a “Dark Brandon” persona.
The Biden campaign first posted on Presidential rival Donald Trump's conservative social media network Truth Social in October 2023. The verified @BidenHQ account posted a profile photo of Dirk Brandon with the caption, “Right. Let's see how this goes. Converts welcome!”
Al-Rawi, who researches and writes about the politics of memes, said the appropriation of the meme is part of an ongoing political war.
“Memes themselves are political communication tools,” he told Al Jazeera. “It has been weaponized by various parties to attract attention and distract from other issues.”
Al-Rawi believes the Brandon meme is working in Biden's favor from the perspective of supporters who like the fact that Biden is making political attacks. On the other hand, it could be seen as insensitive in some parts of the Global South, al-Rawi said.
Al-Rawi also pointed out that Biden's efforts to “meme-ize” his political messages are an attempt to connect with younger voters. Biden's age and memory problems have put his ability to govern under scrutiny.
Biden is not the only politician to use memes to convey a political message. Social media teams and followers of politicians such as former President Donald Trump, Canadian Prime Minister Justin Trudeau, and Indian Prime Minister Narendra Modi look to memes and internet trends to further their political messages.
Al-Rawi said world leaders used to communicate through press releases and televised statements, but the advent of social media has changed the way they communicate with their citizens.
Memes are one such method.